Abstract [en]

Purpose - The purpose of this study is to examine how external factors moderate public housing companies’ market orientation and strategic performance relationship.

Design/methodology/approach – The quantitative method was applied to data from a survey sent to 289 public housing companies in Sweden. A hierarchical, multicollinearity diagnostics–moderated regression analysis is used to test the research hypotheses.

Findings – The results reveal moderating factors. The companies take several initiatives to inform themselves about customers’ needs and distribute the information within the company, but economic conditions, as well as market and technological turbulence in the municipalities, moderate the relationship between market orientation and strategic performance. Economic conditions make it difficult for public housing companies to strategically act based on market needs when making decisions and planning construction strategies (strategic performance).

Research limitations/implications – This study is limited by focusing on public housing companies, a sector that differs radically from the open market. The study highlights the effects of moderating factors that are important for companies’ strategic performance and long-term construction strategies. From this limited focus, researchers might use the results to compare both similar and different market situations.

Practical implications – The results of the study are useful for companies facing a similar market situation of external moderating constraints. The result might be used in future research related to the area in focus.

Originality –This research adds new knowledge to market research by including the impact of economic conditions, which provide insight into how to develop and use market knowledge in real estate and public housing markets.

Ahmadi, Zahra

University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration. KTH, Bygg- och fastighetsekonomi.

2018 (English)Doctoral thesis, comprehensive summary (Other academic)

Abstract [en]

The development of public housing companies in Sweden is strongly influenced by legal, economic, and demographic changes. The companies long tradition of taking responsibility for customer welfare in living have recently been criticized for excessive dominance over price setting, which is claimed to give them competitive advantages in the housing market. New legislation in 2011 requires financial return on investment, implying increased competition with radical changes for the companies. Because of the law, they find themselves transitioning from the role of being responsible for living conditions in Sweden to having to work in a businesslike manner with increased competition.The purpose of this dissertation is to analyze how the public housing companies’ deal with market orientation constructs and what their impact is on construction strategy choices. Theoretically, the market orientation concept is seen as a tool for companies to create superior value for the customers and influence strategic performance, which is a relationship tested and analyzed in this dissertation.The research was conducted through data collection stages using qualitative and quantitative methods. In the first stage, a qualitative pilot study was conducted with interviews of 15 managers in 11 public housing companies in central Sweden. In the second stage, two quantitative comparative studies of public and private housing companies in declining markets in central Sweden were conducted, collecting data from 23 (22 survey respondents) public and 37 private housing companies (16 respondents). In the third and final stage, two quantitative studies were conducted, collecting data from all 289 public housing companies (165 respondents) in Sweden.Results of the five studies show, firstly, that economic condition in the municipality have a major impact on the housing companies’ construction strategies, causing them to act innovatively in order to create superior customer value. Secondly, market orientation efforts contribute to competitive advantages in growing markets, while weak economic conditions limit the companies’ construction strategy choices in declining markets. After analyzing the link between market orientation constructs and construction strategy in declining markets, results showed that the public housing companies demonstrate higher responsiveness to customer demands compared to the private sector, but these have no effects on construction strategy. Thirdly, the analysis of moderating (external) and mediating (corporate social responsibility) effects on the market orientation and construction strategy relationship confirms that economic conditions in society influence construction strategy planning and decisions. The results of the mediating effects of CSR indicate that environmental and social issues have a positive influence on the market orientation and construction strategy relationship.